On-Policy Self-Distillation (OPSD), which aligns a student model's token-level distribution with that of its self-teacher prompted by privileged context, has emerged as a promising direction to mitigate reward sparsity in sequence-level post-training paradigms. However, OPSD often fails to achieve continuous performance gains during training. In this paper, we find that the model's limited self-teaching capability underlies this phenomenon by generating unreliable guidance on certain samples. To address this problem, we propose Teacher-Evolution Self-Distillation (TESD), which enables the self-teacher to generate rollouts and receive environmental feedback based on task correctness and context independence. First, using these rewards as training objectives, we perform teacher-oriented optimization to continuously enhance the model's self-teaching capability during distillation. Second, by estimating teacher guidance reliability from these rewards, we apply adaptive student-oriented optimization to down-weight samples with unreliable guidance. Extensive experiments across multiple datasets and model scales show that TESD consistently outperforms representative token-level and sequence-level methods, highlighting the necessity of improving supervision quality in OPSD.
Generative recommendation (GR) reformulates item retrieval as autoregressive generation of discrete semantic identifiers (SIDs), offering a unified paradigm for personalized recommendation. GR4AD, as an industrial generative recommendation framework, has greatly improved advertising revenue while enabling efficient real-time serving in Kuaishou.However, continued deployment has exposed three limitations: deterministic SID assignment remains sensitive to semantic boundaries; conventional backbone scaling provides diminishing revenue gains under strict serving constraints; and sequence-level value optimization provides limited credit assignment to intermediate SID decisions, causing likelihood-based beam search to prematurely prune potentially high-value candidates. We present GR4AD-X, which addresses these limitations through reliable SID construction, serving-efficient capacity scaling, and unified value alignment. Specifically, GR4AD-X improves SID reliability through Multi-Path assignment. It expands model capacity along multiple complementary dimensions rather than relying solely on wider or deeper backbones, achieving a better effectiveness-efficiency trade-off under strict serving constraints. Finally, Unified Value-Guided Generation and Discrimination (UniVGD) aligns generation with commercial value through prefix-level reward optimization, value-guided beam pruning, and discriminative reranking within a unified model. Large-scale online A/B tests on the Kuaishou advertising platform demonstrate that GR4AD-X achieves a cumulative revenue improvement of 3.07% over the deployed GR4AD baseline while satisfying strict latency and throughput constraints.